New York to LA via Czech Gay Market

TOPICS: Gay marketing in EU, gay market in Europe, advertising to gays and lesbians in new marketing in Europe. Out Now. Ian Johnson. German National Tourist Office, GNTO. Out Now gay marketing, advertising and PR campaign for GNTO in lesbian and gay market in UK and Ireland. New York, LA. Out Now covered in Czech business magazine on gay market feature article on 26 March 2007. Tyden - The Week magazine.

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So here's the thing.

The gay market really is truly global.

Whilst at a business lunch today in New York an email arrives from the Czech Republic that includes coverage of an interview Out Now did last week regarding the relatively slow growth but increasing potential of the lesbian and gay consumer market across Eastern EU states - especially since the accession of new EU member states these past years.

Of course many lesbians and gay men experience very hard times due to their sexuality and further east, in Moscow, and also in other states including Poland, gay and lesbian people are regularly singled out for attack.

Nonetheless the inclusion of a business feature article on gay marketing in the leading Czech consumer and business publication, Tyden ("The Week") is a major acknowledgment that the corporate attention being paid to the strong value of the gay consumer market continues to spread further and further afield.

We expect to see further growth in gay marketing in more markets across the world over the next five years.

For me it is back to Europe from New York on Thursday, then it is to London, then over to LA then Down Under to Sydney via...etc. etc.

In the meantime, we are pleased to know that the Tyden article includes a campaign image from one of our recent Irish and UK gay marketing, advertising and PR online and print campaigns for the German National Tourist Office and Air Berlin to promote travel by lesbians and gay men to Germany.

For those amongst you who speak Czech, here is just a taster from the Tyden magazine article.

Mýty o spiknutí

Australan Ian Johnson, zakladatel mezinárodní marketingové společnosti Out Now Consulting, má za sebou čtrnáct let zkušeností s gay marketingem.

Mezi klienty jeho firmy patří aerolinie KLM, automobilka Toyota, americká počítačová firma IBM nebo velká britská finanční skupina Barclays.

Objednávají si průzkumy gay trhu a využívají poradenství v oblasti přístupu ke gay klientele. Uvažování typu: homosexuálové patří stejně jako všechny ostatní menšiny k našim zákazníkům, považuje Johnson za nesprávné.

„Je to líný přístup. Pokud existuje segment na trhu, který se nějak liší, proč nevyužít příležitosti a nevytvořit pro něj strategii na míru?“

Gay marketingová agentura Iana Johnsona radí bankám, IT průmyslu i aeroliniím.
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For further gay marketing information, or to seek gay market advice, please contact: Ian Johnson, MD, Out Now Consulting
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